Hold court
Create engaging content that will give your marketing efforts an edge
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Successful content marketing revolves around creating valuable, consistent content that helps your audience solve their problems and stay current with industry trends, said Heather Cygan, vice president of content marketing, OnCourse Learning. 
Well-executed content develops and maintains brand awareness and positions brands as thought leaders. The content should be used across platforms to keep audiences engaged before, in-between and after they have purchased products or services. 
A content strategy should be employed across email, social media, blogs, print and public relations, Cygan said. If your resources are limited, pick two to three platforms on which you’re most likely to reach your target audience.
Five Tips for Success
Develop content your audience can use to solve their problems. And, remember that what you post online becomes your brand. Always proofread and remain professional. Ask yourself, “Would I be proud to have a client or partner view and discuss this post with me?”
Successful content marketing efforts are consistent. If you start a blog or social media account, make sure you regularly update.
Use tools such as Google Analytics to reveal which pieces of content your audience interacts with and responds to most. Then, develop more content around those topics.
Once you develop a piece of content, think about all the different ways you can repurpose that content. Could you turn that article into a blog post? Webinar? Infographic?
Continuously learn about search engine optimization strategies to boost organic traffic. Rewrite headlines to include keywords and stay current on trends by following blogs on the topic, such as Moz.com.
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